of unintended consequences that government actions that sound great on paper backfire at least to some degree. >> that's the important thing about this book. the other thing, many of the incentives you write about in the book and we'll see in the movie are not about money. there are other forms of incentives. let me ask you one thing. in the previews, there was a pay for, pay what you want pricing scheme. anywhere from a penny to $100. in exchange you asked ticket holders to answer several questions. i suppose you want to do what you do. keep on studying this. how did that work out as an economic study tool. did anybody pay $100 to see the previews. >> the findings are hilarious. we're in the midst of writing them up for reading. i'll share a couple. in the early pay as you wish survey. as you said, i looked at the data when there were about 5,000 respondents. of the 5,000, there were nine people who volunteered or offered to pay $100. the prices wen from one penny to $100. i'm saying who on earth wants to